DEWATMAKA, PURNAMA (2020) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI TOP COFFEE (Studi Kasus Pada Pengguna Produk Kopi Instan di Wilayah Kelurahan Gunung Sahari Selatan, Jakarta Pusat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is to determine the effect of product quality, price and brand image on purchasing decisions for Top Coffee products. This research was conducted on 155 respondents with a quantitative descriptive approach by distributing questionnaires that have been tested for validity and reliability. The data analysis method used is descriptive statistical analysis and multiple linear regression tests using the statistical application program SPSS version 23. The analysis shows that product quality, price, and brand image have a positive and significant effect on purchasing decisions. This is evidenced from the results of the simultaneous test (F test) and the partial test results (t test) which show significant values of the three independent variables that support the hypothesis. Based on the test results of this research stated that there is a positive and significant influence between the variables of product quality, price and brand image on the purchase decision of Top Coffee products. Keywords: product quality, price, brand image, purchase decision Penelitian ini untuk mengetahui pengaruh kualitas produk, harga dan citra merek terhadap keputusan pembelian produk kopi Top Coffee. Penelitian ini dilakukan terhadap 155 responden dengan pendekatan deskriptif kuantitatif dengan menyebarkan kuesioner yang telah diuji validitas dan reliabilitasnya. Metode analisis data yang digunakan adalah analisis statistik deskriptif dan uji regresi linier berganda menggunakan program aplikasi statistik SPSS versi 23. Hasil analisis menunjukkan bahwa kualitas produk, harga, dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dari hasil uji simultan (uji F) dan hasil uji parsial (uji t) yang menunjukkan nilai signifikan dari tiga variabel bebas yang mendukung hipotesa. Berdasarkan hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh positif dan signifikan antara variabel kualitas produk, harga dan citra merek terhadap keputusan pembelian produk kopi Top Coffee. Kata kunci : kualitas produk, harga, citra merek, keputusan pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 280 |
| NIM/NIDN Creators: | 43113110040 |
| Additional Information: | kualitas produk, harga, citra merek, keputusan pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 12 Jan 2022 08:01 |
| Last Modified: | 13 Apr 2022 03:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/54159 |
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